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'Rough diamonds' on Sainsbury's shelves: Fruit to beat the crunch
IMPERFECT apples, cabbages and potatoes have made their way on to supermarket shelves.
The big stores are often criticised for rejecting fruit and veg because it doesn't fit the uniform shape or size or because it doesn't look flawless.
But Sainsbury's, with a store in Halifax, has now added 15 different types of fruit and veg to its "basics" range, which will be sold under a class II banner.
They are expected to appeal to shoppers feeling the pinch in the economic slump and ethical customers worried about food waste.
Emma Knott, Sainsbury's buyer, said: "We're thrilled to be extending our basics range at a time when our customers are watching their spending.
"Blueberries, for example, are often seen as a premium product but by offering them as part of our basics range, we're hoping people can keep buying them on their weekly shop.
"We think of our basics fruit and veg as 'rough diamonds'. They may not make the grade visually but they taste fantastic.
"As well as being kind on the wallet, buying Class II ensures farmers sell more of their crop and receive a more reliable income and it helps to address the problem of food waste."
The new basics range includes red apples, white and red grapes, clementines, pineapples, baking potatoes, garlic, avacados, peaches, English apples, lettuce, salad onions, sweet potatoes and sweetcorn.
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Saturday 11 February 2012
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